Madhouse on Madison signage removed at United Center

When Hawks fans return to the United Center for the training camp festival next month, they may notice something missing.

The "Madhouse on Madison" sign inside the seating bowl was taken down after the Bulls and Hawks season ended, said Susan Goodenow, Bulls vice president of branding and communications. The Bulls and the Hawks jointly operate the United Center.

It was a planned step as part of a larger initiative to improve the fan experience at the United Center, she said, similar to how the stadium boosted its WiFi capabilities, added four bars on the 300 level and installed two new Hawks statues among other changes over the past two years.

The Madhouse signage was stored securely so it can be preserved for future projects, she said.

In its place, there will be new LED signage to enhance the in-arena entertainment and messaging systems which teams will use during game presentations, Goodenow said.